The Utah Department of Cultural & Community Engagement (formerly Department of Heritage & Arts), Salt Lake County Arts & Culture, and the Utah Cultural Alliance commissioned Y2 Analytics to conduct a survey measuring consumer confidence and willingness to return to live arts, culture, entertainment, and events following the COVID-19 pandemic.
The majority of Utahns are currently very comfortable visiting stores and restaurants; however, they are slightly less comfortable visiting entertainment or cultural venues. The survey measured what safety precautions increase comfort in attending events and studied what kinds of events consumers are most comfortable attending.
Here are five key findings:
- The majority of Utahns are currently very comfortable visiting stores and restaurants and are slightly less comfortable visiting entertainment or cultural venues. However, among those currently uncomfortable, over half anticipate feeling comfortable within the next six months.
- Across all live entertainment activities, one in five residents say they anticipate spending more on the activity post-COVID. Festivals, parades, and concerts are the activities residents are most enthusiastic to re-engage with.
- Under current conditions, nearly half of respondents would be open to participating in outdoor concerts, plays, or other performances.
- Mask requirements and surface sanitization are widely considered the most important safety measures that venues could take. In addition, widespread vaccination will also significantly increase comfort in attending live entertainment venues.
- A plurality of Utahns would not attend an event requiring a COVID test.